Re-naming Dartboard

Dartboard is a startup whose main purpose is to help young adults pay off their student loans. Their CEO, Gabor Tankovics, reached out to LEAP with the task of renaming his company.

They had recently discovered that their name no longer spoke to the new values and direction the company has taken.Therefore, they agreed to look for a new name that would speak to both, their B2B as well as their B2C customers. Additionally, the new name has to represent important elements of their communication strategy which lies in having a simple and easy-to-use interface to provide a positive experience while using the platform.

Session 1 | Brainstorming with GaborWe were introduced to Dartboard’s needs by their CEO, Gabor Tankovics. That was followed by an initial sprint on the ideas we got from the conversation we had with him. After that, we clustered the ideas that resonated the most and created a framework for the next session.

Session 2 | Generating Insights and Narrowing IdeasKey questions were asked to trigger the LEAP team’s imagination in order to further develop the original ideas to get rid off personal assumptions and test how far we could go with each of them. Following that, we grouped them again and refined the concepts into a final selection of six. We examined each concept’s definition and compared it to what it means to us to further develop a final proposal meaning.
Session 3 | Concept DevelopmentWe narrowed down our options to four concepts and refined the purpose behind each suggestion.